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1. Smartphones with small screens
2. Webs difficult to use and unadaptable to cellphones
3. Lack of security and trust

These three factors are the principal issues Spanish have when they purchase items online with their phone. Surprised? Not really. According to the last report Total Retail 2017 of PWC, e-commerce in Spain is growing but it is still a small market: only 27% of consumers buy online once a week.

Spanish prefer actual stores to buy and last year the percentage has fallen from 65% to 44%. These are the numbers of consumers who go to stores once a week. The e-commerce´s sign in Spain still has to improve and comparing other countries such as, Spain (with 27%), it is far from the United Kingdom (43%), Germany (40%), France (33%) or China (73%).

Is this good news? Yes, however the market online is still growing on our country, the trend has been positive in the last couple of years. Also, if it applies to consumer bosses in the previous countries, it is similar to the situation in Spain.

It is what it is, still there is a lot to improve on. 2017´s Total Retail directly asked consumers about what should retailers do to win trust and these are the 10 key aspects that are offered.

Work from your phone and not the application

Looks like the entire debate has been removed. Consumers want simple interfaces, comfortable and intuitive, with this a phone imposes two reasons: web is the second preferred channel from the consumers since less applications are not downloaded (an actual rhythm reaches 20% of less installations every year)

Invert in digital talent…and figure talent

Since the actual stores are losing popularity does not mean they will disappear. Consumers demand experience towards workers who should be well informed. In a digital environment, having digital marketing and social media intelligence, in other fields, is basic to maintain the market.

If you have data, analyze it

It does not make sense to have tons of data from consumers if they do not analyze or bring opportunities. An example is 59% of consumers demand commercial advertisements in real time.

Invert in secure platforms

As we have seen from the beginning, lack of security and trust is one of the biggest issues e-commerce faces. 65% of Spanish survey consumers are afraid they will be hacked while purchasing their items.

Betting for the showrooming

The stores will not disappear, but their actual model will. If consumers demand experience, show the product to a piece it will not be enough. The realization of events, product quizzes, games or presentations of new updates where the consumer interacts is key for the future. An example is the actual store, Samsung of New York, you cannot obtain any of the products there.

Storytelling lives and traditional publicity comes to a dead end

Every time the consumer becomes immune to publicity (or they directly block it). Friend recommendations are considered to be the most efficient, influencers and brands that work with social media.

Pay attention to Amazon

Internet is king for a reason. More than half of users buy in Amazon and 10% buy exclusively there. Impressive, right? Its simplicity and quickness converts it to a role model. We do not have to focus on it when it is sold, but also how it is offered, a lot of consumers agree to buying and comparing products in North America.

Customer Loyalty Management

Even though it is to believe, consumers are more devoted to brands than we think about, around 61%. Take care of your web and service so they do not run away from your business.

Be careful if you sell luxurious products

In the sector with luxurious projects, the store experience is very important not only because of the contract and the attention offered, but also to devote to the product and see its authenticity. It´s not a whatever circumstance, 30% of survey respondents do not buy their luxurious products online because they are afraid the products are fake. Its fundamental to show these products are real and valuable.

Well-being products are not exclusive in this sector

Spanish are prone to purchase well-being products and services when they are in other people´s businesses. Regardless if it’s the best or not, us your phone to do a check or go the pharmacy or to the store to buy a product.

Are these points enough or do you think e-commerce in Spain still needs to improve?

¡Esperamos tus comentarios!


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